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Most people discover apps by searching app stores or through referrals from friends and family, according to global information and measurement company Nielsen. With more than one million apps on Apples App Store and the Google Play store, the two major app marketplaces, and growing numbers on Microsofts Windows Store, the numbers can be daunting. The sheer number of apps available, combined with a lack of tools to help them find them, makes it difficult for consumers to find what theyre looking for, explained Raul Castañon-Martinez, senior analyst focused on mobile apps at Boston-based Yankee Group. Users select topics of interest, such as books, finance or sports, and the app curates recommendations from friends, mobile app experts and other users of that app.